Amazon.com said it will bring more Apple products around the world in time for the year-end shopping season as technology rivals push past differences to boost sales.
In the coming weeks, the world's largest online retailer will sell the latest editions of Apple's iPhone, iPad and other devices in the United States, Europe, Japan and India. Amazon sold a limited range from Apple that previously included Mac computers and Beats headphones.
The deal underscores how big brands like Apple and Nike, who once resisted distributing products via Amazon, are increasingly turning to the e-commerce site because it has become a critical channel for reaching customers. Amazon also adopted a tougher line on counterfeit goods.
As of January 4, Amazon will rid its site of Apple products from outsourced merchants unauthorized by the technology company of Cupertino, California. Still, buyers will be able to find unbranded accessories, such as headphones, that are compatible with Apple devices.
Third-party merchants will be able to sell as the holidays have passed, while Amazon will add Apple products to its official Apple page on Amazon.
Programming will include Apple Watch, but not Apple HomePod, a cutting-edge alternative to Amazon's voice-controlled Echo device. Such competition in Silicon Valley often comes at the expense of customers.
Google made its two-device YouTube video streaming application from Amazon last year because of several complaints against the online retailer, including its decision not to sell some of Google's products. Amazon now charges Apple TV, but only after it has become compatible with Amazon Prime Video.
"We are working with Amazon to improve the experience of Apple customers on their websites and we hope they have a great way to buy iPhone, iPad, Apple Watch, Mac and more," Apple said in a statement.
About 71 percent of Apple's sales in fiscal year 2018, ended in September, were through indirect distribution channels such as Amazon. – Reuters